the role of brand journalism in healthcare public relations · what is brand journalism your brand...
TRANSCRIPT
The Role of Brand Journalism in
Healthcare Public Relations
Changing Media Landscape
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Pew Research Center
Changing Media Landscape
3
Pew Research Center
Changing Media Landscape
4
Pew Research Center
Changing Media Landscape
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News pitches no longer made to just traditional reporters.
Changing Consumer Media Habits
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Changing Consumer Media Habits
• Social media and other channels make it easier to
gather and share news
• Choosing what is interesting and useful
• Direct “selling” is less effective
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What is Brand Journalism
Your Brand
• The hospital
• Key services and
programs
• Physicians and
staff
• Awards and
recognition
• Support of the
community
Told through Journalism
• Stories - not press
releases
• Custom content:
videos; blogs – not
commercials
• Research and data;
infographics
• Unbiased features –
not marketing speak
• Timely, relevant and
authentic
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Become Your Own News Engine
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EVOLVING TO A BRAND JOURNALIST MODEL
Learn How Journalism Works
• Offer expertise
• Show, don’t just tell
• Inspire action or change
• Use multiple articles or
short pieces to the tell
the whole story over
time
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Create an Editorial Process
Create an Editorial Calendar
Create a Web Portal • Part of the company
website or a microsite
• Start small – i.e. make
the blog great or focus
on videos
• Market the site through
Twitter, Facebook,
Pinterest and more
traditional channels
• Engage employees
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Give Legs to Your Content
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Repurpose Content
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Turn Research into Graphic Stories
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Make the Business Case
• Culture shift for marketers and executives
• Tie to business strategic plan
• Break down silos and integrate marketing, PR,
digital functions
• Measure and track readers/viewers and actions
through web analytics – hosting the content makes
this easy
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Copyright © 2013, PadillaCRT. All rights reserved.
Thank you
Debbie Myers
Senior Vice President
PadillaCRT
@debamyers